Marketing services that compete with goods

Argues that in today′s competitive marketplace, service providers have to compete with goods marketers in addition to other service providers in contexts where different brands of tangible goods serve as substitutes for services. Examines various mixed choice sets composed of goods and services alternatives. Describes various kinds of mixed choice sets and lists various factors that transform them. Draws implications for service providers for dealing with choice sets differing in the market position of services vis á vis goods alternatives.